Nykaa has appointed Mohit Assudani as Associate Vice President to head its Bath & Body and Perfumery category. With over a decade of experience at Procter & Gamble across India and APAC, and a strong foundation in supply chain and brand strategy, he will drive category growth, brand building and strategic expansion.
Mohit Assudani’s appointment as Associate Vice President at Nykaa marks a significant moment for the company as it deepens its focus on fast-growing segments within beauty and personal care. For Nykaa, which has built its reputation by understanding Indian consumers and shaping trends in the beauty ecosystem, bringing in a leader with a cross-functional, multinational background signals an intent to sharpen its category play while accelerating growth across Bath & Body and Perfumery. For Mohit, the move represents the next step in a career defined by navigating complex consumer markets, building brands across cultures, and scaling operations in some of the most competitive product categories in the world.
Over the last decade, Mohit has emerged as a distinctly modern marketing leader—one who combines classical brand building with data-led consumer insights, a strong grasp of supply chain dynamics, and an instinct for storytelling that resonates with younger audiences. At Procter & Gamble, where he spent more than ten years across India and the broader Asia-Pacific region, he handled responsibilities that stretched far beyond traditional marketing. His most recent role as Commercial Head & Brand Director for Feminine Care and Adult Incontinence placed him at the helm of global brands like Whisper, Always, and Tampax, driving business across markets such as Australia, the Philippines, Malaysia, Singapore, and Vietnam. These markets, diverse in culture and maturity, offered Mohit the chance to understand how brand trust is built differently across regions—and how consumer needs in essential care categories evolve in response to societal change, economic shifts, and digital influence.
Before he took on this regional mandate, Mohit led Feminine Care in India as Brand Director and Senior Brand Manager, owning P&L responsibilities during a period when the category was undergoing rapid transformation. Penetration strategies had to be reimagined for a new generation of consumers—especially Gen Z—who were becoming increasingly vocal about period health, personal care choices, and brand transparency. Mohit’s digital-first approach played a key role in expanding category awareness and strengthening brand equity. Campaigns that cut through the noise often blended performance-led communication with cultural insight, tapping into themes of empowerment, education, and stigma reduction. For P&G, these efforts contributed not just to brand growth but also to wider conversations about menstrual health across the country.
What often goes unnoticed in Mohit’s profile, however, is his formative experience in supply chain leadership—a discipline not always associated with consumer marketing but one that shaped his systems-driven approach to business. Early in his P&G career, he was responsible for managing distributor networks, S&OP cycles, forecasting, and large-scale operations across East India. These roles helped him develop a granular understanding of how demand is created, how it fluctuates across geographies, and how business expansion hinges as much on operational agility as on brand strength. In many ways, this supply chain grounding has become one of his differentiators—giving him an edge in category management roles where growth depends on ensuring that brand storytelling, retail strategy, and availability work in unison.
Long before the worlds of beauty, FMCG, and digital transformation became central to his professional life, Mohit began his career at Ford Motor Company. As a Strategic Purchasing Manager, he oversaw procurement for key automotive programs, ensuring cost efficiencies and optimizing supplier networks. This early exposure to global manufacturing systems added another layer to a career that now spans consumer brands, operations, supply chain, marketing, and commercial leadership. It also gave him an appreciation for process discipline, supplier partnerships, and cross-functional execution—skills that tend to underpin success in high-growth consumer categories where innovation and scalability must coexist.
As Mohit steps into his leadership role at Nykaa, the timing is significant. The Bath & Body and Perfumery category has been one of the most dynamic segments in India’s beauty market, shaped by shifts in lifestyle, rising consumer aspiration, influencer-led discovery, and a broader willingness to invest in self-care. The category has moved far beyond functional products to include mood-driven fragrances, experiential bathing rituals, niche formulations, and global routines adapted for Indian users. It is also a segment where storytelling matters—where brand philosophy, product sensoriality, packaging, community culture, and digital engagement all influence purchase behavior.
Nykaa, already a category-defining player, stands at the convergence of these shifts. It not only curates products but increasingly shapes consumer choices through its own brands, content ecosystem, and omnichannel presence. In this environment, Mohit’s mandate extends across multiple layers: brand building, category growth, portfolio strategy, and the long-term task of expanding consumer participation in segments that are still relatively underpenetrated but rapidly evolving. His background in running large regional categories, understanding consumer nuance across markets, and building brands for both essential and lifestyle-driven segments positions him well to drive expansion in a space where differentiation comes from innovation as much as from aspiration.
Industry observers also see Mohit’s appointment as reflective of Nykaa’s broader leadership strategy—bringing in professionals who can blend the rigor of multinational brand thinking with the agility of a digital-first, Indian-built company. Nykaa’s categories have matured, competition has intensified, and the boundaries between beauty, personal care, wellness, and lifestyle continue to blur. Leaders who can bridge functional silos and think end-to-end—from consumer insight to supply chain to retail execution—are becoming essential to sustain scale and innovation.
Colleagues who have worked with Mohit highlight his ability to balance analytical depth with creative clarity. His leadership approach, they say, is anchored in curiosity—an attribute that often determines how well a brand understands emerging consumer cohorts. His work with Gen Z audiences at P&G, for instance, was marked by campaigns that used digital culture not as a trend but as a framework for understanding how identity, self-expression, and category engagement intersect. This understanding may prove invaluable at Nykaa, where younger consumers form a significant share of the brand’s discovery and growth engine.
With Mohit now leading Bath & Body and Perfumery, the industry will be watching how he shapes the next phase of growth for both the category and Nykaa’s positioning within it. The beauty landscape is becoming more competitive, more fragmented, and more innovation-driven. Yet it is also a space full of possibility—one where the right combination of product, insight, and experience can unlock entirely new consumer behaviours.
For Nykaa, Mohit’s arrival is both a strategic investment and a signal of confidence in the future of the self-care and fragrance market. For him, it is a continuation of a career built on learning, reinvention, and a deep belief in the power of brands to shape culture. As India’s beauty and personal care ecosystem enters a new phase of growth, his leadership is likely to play a decisive role in shaping how Nykaa sets the pace for the industry.
